Yahoo! has signed a multi-year partnership with Viacom to provide sponsored searches and contextual ads to all of Viacom's broadband sites, including MTV.com and Nickelodeon.com.
The search engine will initially provide the ads for 33 of Viacom's websites, with potential expansion to more than 140 additional sites across the globe in the future.
The ads will be powered by Yahoo!'s newly launched search marketing system, known by its project name, 'Panama'. The new system was designed to deliver more relevant sponsored search and contextual ad results to users.
Philippe Dauman, president and chief executive officer of Viacom, said, "This far-reaching partnership brings together world-class content and technology for the benefit of users and advertisers alike. Yahoo! has made impressive strides with its new search marketing system.
"As a global leader in content for every screen and platform, we couldn't be more pleased to have them as a partner and we look forward to growing our relationship even more over time."
This is the first time Viacom has signed an exclusive partnership deal across its entire web portfolio globally.
The MTV owner previously used a mix of search marketing services from various online advertising providers, including Google.
It is currently in dispute with Google over the appearance, on Google-owned video sharing website YouTube, of its programming, such as 'South Park'.
Terry Semel, CEO of Yahoo!, said: "Viacom is a global leader in entertainment that shares Yahoo!'s commitment to connecting users to the content, products and services for which they are looking while respecting copyrights and other intellectual property rights at the same time.
"Aligning Viacom's popular brands, leading content and large audience with Yahoo!'s more targeted, relevant advertising, marks the beginning of a powerful and engaging partnership between our two companies."
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